Using your winners to publicise your charity lottery

Using your winners to publicise your charity lottery

By Jessica Purvis, Client Services Coordinator

When considering how to publicise your charity lottery, there are a hundred different things you can try. However, there is one simple method which may gain more traction than you think – and that’s publicising your winners!

Nothing gives your lottery more credibility; what better way to attract potential players than by displaying that you have weekly winners who really do win your prizes? Getting quotes and photographs from your winners is a great way to illustrate what your supporters can get back in return for their continued support.

The question is – what’s the best way to do it?

Access your free download Sterling Lotteries – Using your winners to publicise your lottery


  1. Player Publicity – Opted In or Opted Out?

When your players sign up to your lottery, if you include an option for players to either “Opt-In” or “Opt-Out” of publicity, this is the first thing that you’ll need to consider. If a player has “opted-in” to publicity, this means that they are happy for their name to be publicised. If a player has “opted-out” of publicity, this means that they are not happy to do this. However, this doesn’t mean that you can’t announce these winners – it just needs to be publicised in a slightly different way to protect your player’s privacy (see “Opt-Outs” below). You can check whether your players have chosen to “opt-in” or “opt-out” of publicity in your Membership Data.

  1. Publicising your Winners on a weekly basis

A great way to publicise your winners is to do so on a weekly basis, after every draw. This reminds your current players that there are winners every week, helping to retain interest and build excitement! Although your lottery winners are notified by post, doing this also gives them the opportunity to check their numbers, should they wish to. Additionally, publicising your weekly winners gives your lottery credibility for the benefit of those who are not yet supporters of your lottery, but may be considering joining.

Before doing this, it is important to remember to check your winners’ publicity preferences.

Ways that we recommend doing this are as follows:

For “Opt-ins”

  • Win amount Initial, Surname, Town and Game Number, eg. £10 – J. Bloggs, London, 645375
  • Win amount Title, Surname, Town and Game Number, eg. £10 – Dr. Bloggs, London, 645375
  • Win amount Title, Surname initial, Town and Game Number, eg. £10 – Dr. B, London, 645375

For “Opt-outs”

  • £10 – Lottery Player, London, 536163, eg. putting “Lottery Player” in place of a name, but still publishing the town and game number




“We ask our hospice fundraisers to call our £1,000 winners to tell them the good news! This gives us a chance to see if they are willing to do any publicity and if they have a story we can use. There are certain fundraisers who are better at getting these stories than others, so make sure you get the right person to give the good news! As a minimum we ask that the player tells all of their friends and family they’ve won to see if we can get more people playing the lottery.
We also put a story out on Facebook – with an image from the hospice saying “[Winner] from [location] has won this week’s top prize of £1,000 – you could be next by joining here…”
These stories then go out on our website and we also include them in lottery mailings, internal communications and communications to lottery players.”
Ross Wiggan, UK Lottery Manager
Sue Ryder


  1. Publicising a Big Win

For big wins (i.e. £1,000 and upwards) you may wish to publicise this more heavily; an article for your website, an interview with your winner, perhaps a feature in your local newspaper. This is a great way to create excitement around your lottery and can gain great traction, and potentially see an influx of new players.

For publication of large wins in any way, whether an article or simply featuring your winners name in a list, it is crucial to contact your player first. Remember to bear in mind that it could be years since they signed up and ticked (or didn’t tick) the no publicity box on the signup form, their preference may have changed, or they might have even just missed the tick box when they joined altogether. So, we advise clients to check with £1,000 winners and above first that they are happy to join in with publicity.

Tips for publicising your big win

  • Writing your content
    • Write a quick, simple article or blog post about your winner
    • Get a quote from your winner – How do they feel about winning? What will they do with the money?
    • Remind your readers that the lottery is an important part of your fundraising; ask your winner why they support your charity to bring it back to the cause
    • Include a photograph – perhaps your winner with their cheque, or of how they spent their winnings
    • Use stats to help. How many lottery players would it take to reach your fundraising goals?
    • Remember to include a link to where your readers can join your lottery!
  • Sharing
    • Feature on your website. We advise featuring this in a “Winners” section if you have one, as articles posted in your News Feed will lose focus once you post a new News Feature. This ensures that you make the most of your article!
    • Share across your social media channels
    • If you have an email list, send it out in an email to your supporters
    • Similarly, if you have a regular Newsletter or Magazine, feature your article here
    • Get your local press involved – ask to be featured in your local Newspaper
    • Again, remember to include a link to where your readers can join your lottery!


Printed Promotional Material

Sending out lottery leaflets, or direct mailing packs? Printed materials are also great places to feature you winners’ stories. Use photographs and quotes from your winners to give your potential players something to relate to when considering whether or not to join. This works particularly well when targeting “cold” leads, who will be more motivated by the prize.

“Publicising our winners’ stories is a great way for us to thank all our lottery players for supporting our work, and prove that real people do win fantastic prizes! By sharing their stories, we hope that it’ll encourage more supporters to start playing the Tenovus Cancer Care lottery and support people affected by cancer in their community.”
John Lowes, Individual Giving Fundraiser
Tenovus Cancer Care


So, there are a few ways that you can use which utilise your winners for lottery promotion. The key to lottery success is continuous promotion, and this is a quick and easy way in which you can keep your existing players excited about winning, and spark the interest of potential new players.

If you need any assistance, or have any questions about using your winners to promote your lottery, please don’t hesitate to get in touch.

Good luck!


Access your free download Sterling Lotteries – Using your winners to publicise your lottery

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